Hamdard’s growth spurred by new product launches

Heritage, health, and modernity

Hakim Hafiz Abdul Majeed’s brainchild, RoohAfza is a cool blend of herbal ingredients. A refreshing concoction, RoohAfza is a thirst quencher and an additive for mocktails and desserts. Photo - Hamdard

An Indian brand that celebrates a lineage of 114 years, Hamdard Laboratories India, has had an exceptional journey. Hakim Hafiz Abdul Majeed established Hamdard, an organization that is the maker of Unani brands and herbal FMCG products such as RoohAfza, also called the ‘Drink of India.’ RoohAfza has ruled people’s hearts while becoming one of the most popular household beverages and the market leader in its category.

In 1906, in undivided India’s capital, Delhi, a devoted, determined, yet unworldly man, Hakeem Hafiz Abdul Majeed, laid the foundation of #Hamdard Dawakhana. Photo – Hamdard

Hamdard has recently entered the ‘ready to drink’ segment with two new Tetrapak products – RoohAfza Fusion (a blend of RoohAfza and fruit juices), and RoohAfza Milkshake (a mix of milk and RoohAfza). Speaking of the new products, Hammad Ahmed, chief trustee, Hamdard Laboratories India, said, “The market response to both these products and their variants has been exceptional. Our consumers who have enjoyed RoohAfza since their childhood are now relishing the new variants as well. These products have also received positive feedback from the younger generation.”

Consumer engagement & marketing strategy


Consumers have become very conscious of their expenditure, and their choices are now focused on buying organic and healthy products. Moreover, during the pandemic, social media and digital engagement have witnessed a trend, especially in the younger generation, towards eCommerce platforms to transact and consume content. Ahmed added, “Consumer engagement has always been our priority, and we plan to continue the communication and engagement process with them through cost-effective digital and social media strategies, apart from mainframe advertising.”

Hammad Ahmed, chief trustee, Hamdard Laboratories India


As a marketing priority, Hamdard remains connected with younger consumers while keeping its loyalists engaged. Ahmed explained that the company’s marketing strategies are based on their vision of building trust and aspiration. “Through insight-based advertising and meticulous influencer marketing, we plan to garner maximum engagement. Our strategies are aligned with the values and beliefs of our discerning consumers while interacting with them on the platforms they feel most connected during these times,” he added.


RoohAfza has been a favorite and enjoys huge brand loyalists that make this product a market leader. Ahmed said, “We hope that we receive the same amount of brand love for our new launches. The competition will always exist, and with the right positioning, pricing, distribution, and communication strategies, our products will continue to become the preferred choices of consumers.”


According to him, the company’s positioning and packaging have been done after extensive consumer research, resulting in a beautiful amalgamation of heritage, health, and modernity.

Hamdard to invest in its core competencies


Due to the Covid-19 pandemic, many companies are riding an economic roller-coaster. According to Ahmed, for Hamdard, the first quarter was relatively soft, while the second quarter has shown positive results so far, as its beverage products have done well. “Hamdard will continue to invest in categories that are close to its core competency and expertise. There is a continuous array of exciting new products in the foods category in the pipeline, and we will announce these exciting launches shortly,” he explained.


“The new RoohAfza Fusion and RoohAfza Milkshake have been receiving a fantastic response from the market, and we expect the new honey range also to delight the consumers at the first go. We are confident that this financial year will be exciting and bring growth from the new launches, while our hero brands continue to grow and deliver,” he concluded.


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Technical Editor - Mandeep Kaur is working with IPP Group and holding editorial responsibilities for the IndiFoodBev and PSA Healthcare platforms. Earlier she handled editorial responsibilities of food, beverage, and agriculture publications at another publisher. A gold-medalist in M Tech (Food Technology), she has hands-on experience in operating different types of instruments related to physico-chemical testing of grains and flour. She has worked at Evalueserve in the Intellectual Property (IP) division for more than three years handling projects in the life sciences domain.


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